Marketing strategy : planning and implementation / Orville C. Walker, Harper W. Boyd, Jean-Claude Larréché

By:

Walker Orville C

Contributor(s):

Material type:

PictureSeries: Irwin series in marketingPublication details: Homewood : Irwin, 1992.Description: xxiv, 503 p. : ill. ; 24 cmISBN:

9780256090055

Subject(s):

Marketing Management

DDC classification:

658.8 WAL

Online resources:

Click here to access online

Contents:

Sect. 1: Introduction to Strategy. 1: The strategic role of marketing. 2: Corporate strategy decisions. 3: Business strategies and their marketing implications Sect. 2: Opportunity Analysis. 4: Environmental analysis. 5: Industry dynamics and strategic change. 6: Market targeting. 7: Positioning decisions Sect. 3: Formulating Marketing Strategies. 8: Marketing strategies for new-market entries. 9: Strategies for growth markets. 10: Strategies for mature and declining markets. 11: International marketing strategy Sect. 4: Implementation and Control. 12: Implementing business and marketing strategies. 13: Controlling marketing strategies and programs Epilog: Card wars: Competition heats up in the credit-card industry Appendix: Major sources of competitive intelligence and the marketplace Sect. 5: The Samar Case. SAMAR: Strategic allocation of marketing resources

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	658.8 WAL (Browse shelf(Opens below))	1	Available		0058129
Book	Mzumbe University Main Campus Library	658.8 WAL (Browse shelf(Opens below))	2	Available		0043049

Total holds: 0

Includes index.

Sect. 1: Introduction to Strategy. 1: The strategic role of marketing. 2: Corporate strategy decisions. 3: Business strategies and their marketing implications
Sect. 2: Opportunity Analysis. 4: Environmental analysis. 5: Industry dynamics and strategic change. 6: Market targeting. 7: Positioning decisions
Sect. 3: Formulating Marketing Strategies. 8: Marketing strategies for new-market entries. 9: Strategies for growth markets. 10: Strategies for mature and declining markets. 11: International marketing strategy
Sect. 4: Implementation and Control. 12: Implementing business and marketing strategies. 13: Controlling marketing strategies and programs
Epilog: Card wars: Competition heats up in the credit-card industry
Appendix: Major sources of competitive intelligence and the marketplace
Sect. 5: The Samar Case. SAMAR: Strategic allocation of marketing resources

eng.

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